It takes some distinctive branding design to draw people into buying goods or services. Not only do you not want to produce something already seen before, but you also need to capture the feel of what’s being promoted. This week’s New Talent entries show thoughtful consideration for how they want their brand to be seen.
The 48° Nord is not your normal hotel. Amidst the trees, natural hedges, and wild grasses of France, this Breitenbach landscape hotel reinterprets the traditional Scandinavian hytte (meaning “cabin” in Norweigan) and proposes a holistic, true ecotourism experience. As such, the goal of ArtCenter College of Design student Yiyin “Kenny” Zhang‘s rebranding project was to build an intimate and approachable identity system that could vitalize the sensibilities of the brand and take people on a sensual journey by experiencing the very essence of nature’s best qualities.
Under the direction of professor Annie Huang, Zhang highlights the nature and hotel itself in “48° NORD Rebranding” (above) to revitalize the sensibilities of the whole brand and make its visual identity more recognizable and distinct. The rebranding covers everything from business cards, menus, and brochures to signs, guidebooks, and toiletries. At first glance, the choice of muted colors and simple text is plain, but combined with stunning images of the hotel’s building, the rebranding gives a sense of what staying there would be like; peaceful, relaxing, and uncomplicated.
